History

History of Chrysler: Walter P. to Stellantis and everything in-between

Walter P. Chrysler stands next to his1924 Chrysler Six, the first car bearing the Chrysler name.

Photo courtesy of FCA US LLC

It's been nearly 100 years since Walter P. Chrysler formed the Chrysler Corporation. In that time, the company has been merged, spilt, sold, and reborn in a variety of forms, but its roots still remain in Michigan where it is known as one of the Big Three automakers alongside General Motors and Ford.

Let's take a look back at the history of the company from its highest highs to its lowest lows, and everything in between.

The beginning

1925 Chrysler B70

Photo courtesy of FCA US LLC

Walter Chrysler formed his namesake automotive company in 1925, when his employer, Maxwell Motor Company, was reorganized. A little over a year earlier, Chrysler's first production car, the Chrysler 70 (above), was released and featured several forward-looking innovations. The car came with a high-compression engine that had full-pressure lubrication, an oil filter, and a carburetor air filter.

An early pioneer

Early on, Chrysler pioneered several other automotive features that would eventually take over the entire industry. Four-wheel hydraulic brakes, rubber engine mounts, and more were all Chrysler's inventions. The company also developed a ridged rim for its car's wheels, which was designed to prevent a deflated tire from flying off the rim at speed. It was eventually picked up by the entire global automotive industry.

Introducing ... Plymouth

Plymouth Hotel Algonquin 1935 taxi cab

Photo by Martin Forstenzer/Getty Images

In 1928, Chrysler Corporation introduced the Plymouth brand, which was intended to be a lower-priced alternative. Early Plymouth models were rebadged Chrysler cars with small four-cylinder engines. In the photo above, a Plymouth taxicab is parked in front of the Hotel Algonquin in New York City in 1935.

DeSoto was also unveiled at this time as a mid-range model line for the group. Not long after, Chrysler snapped up the Dodge Brothers auto and truck company.

Hello, Mopar

In a stroke of genius that remains a large part of the automotive world today, Chrysler coined the MoPar brand in the 1930s. As a combination of the words "motor parts," the name is still used to describe vehicles and parts in the Chrysler-Dodge world today.

Imperial, Valiant, DeSoto

By the mid-1950s, Chrysler had spun up more nameplates to join its empire. In 1955, Imperial became a brand of its own after a run as the range-topping Chrysler model, and in 1960 the Valiant brand name came to be. In 1961, Chrysler discontinued the DeSoto line.

Chrysler in space

Saturn 1B Kennedy apollo picture

Photo by MPI/Getty Images

The automaker had a hand in the space program, too. In the late 1950s, NASA contracted Chrysler to build the first booster stage of the Saturn I and Saturn IB vehicles. The Saturn 1B is pictured above on January 22, 1968 launching Apollo 5 from Cape Kennedy, Florida, to complete the first flight test of an unmanned lunar module.

The company built the pieces for the Apollo Program at the Michoud Assembly Facility in East New Orleans, which was one of the largest manufacturing facilities on Earth at the time.

The future is now

1963 Plymouth Valiant

Photo courtesy of FCA US LLC

Chrysler's forward thinking operations continued into the 1960s, when the automaker became the only of Detroit's Big Three to use a unibody design in its vehicles. Today, most passenger vehicles are unibody designs, but it was a novel idea at the time. Around the same time, the Valiant brand was moved back as a subsidiary of the Plymouth brand (a 1963 Plymouth Valiant is shown above), and became the first production car with an alternator.

Ooh, Barracuda

1965 Plymouth Barracuda

Photo courtesy of FCA US LLC

In 1964, the Plymouth Barracuda was introduced (shown above as a 1965 model), almost two weeks before the unveiling of the Ford Mustang. Despite being first, the 'Cuda was outsold by the Mustang ten-to-one in its first year on the market. Chrysler had also set its sights on Europe by this time, and took a majority stake in the British Rootes Group in 1964. The venture was short-lived, however, as financial difficulties in the British company forced Chrysler to sell to PSA Peugeot Citroen in 1978.

Stiff competition, disastrous results

The 1970s proved to be a difficult time for Chrysler, as it was for all American car companies. Cheaper, smaller Japanese and European cars flooded the markets, as the oil crisis drove prices through the roof and made large, heavy cars almost immediately obsolete. Later in the decade, a rush to push new models to market led to massive warranty and repair costs for Chrysler, as its Dodge Aspen and Plymouth Volare were hurried to market with poor construction and an even worse design.

Mr. Iacocca

1984 Plymouth Voyager

Photo courtesy of FCA US LLC

In 1978, Lee Iacocca joined Chrysler as CEO after having been fired from Ford. Because of its missteps with the Aspen and Volare models, Chrysler was hemorrhaging cash at the time. Iacocca started retooling the automaker from scratch, which included many layoffs, the sale of European assets to Peugeot, and the creation of the project that would ultimately lead to the Dodge Caravan and Plymouth Voyager (1984 model shown above). The project was driven by former Ford executives after Henry Ford II denied its forward progress under his watch.

Iacocca realized that the company would not be able to survive without a significant influx of cash to turn its fortunes around. In September 1979, he asked Congress for a $1.5 billion loan, which led to the Chrysler Corporation Loan Guarantee Act of 1979. The military later purchased thousands of Dodge trucks from the company, which helped it recover and avoid bankruptcy.

The K-Car and the minivan

1982 Chrysler LeBaron

Photo courtesy of FCA US LLC

In 1981, Chrysler released the first K-Car platform model - another rejected Ford project. The platform would go on to form the basis of several models throughout the decade (1982 Chrysler LeBaron shown above). In 1983, the first minivan was introduced, the success of which helped Chrysler repay the federal government the same year.

American Motors Corporation

The late 1980s were a consequential time for Chrysler. In 1987, the automaker was the subject of an investigation over its practice of disconnecting odometers during test drives before being shipped to dealers. The company settled out of court, but suffered a massive public relation hit. The same year, Iacocca led the acquisition of American Motors Corporation (AMC), which brought Jeep into the Chrysler fold for the first time. The Eagle brand was also created at this time.

Chrysler and Fiat Part I

In 1988, Chrysler and Fiat reached an agreement for the American automaker to be the exclusive distributed or Alfa Romeo in the United States, which lasted until Alfas were phased out in 1995. The early 1990s also saw Chrysler making a return to the streets of Europe, first with select Jeep models and then others.

DaimlerChrysler Motors Company

In 1998, Chrysler formed a 50-50 partnership with Daimler-Benz, and the automaker was renamed DaimlerChrysler Motors Company. Though it was supposed to be an even merger, Daimler-Benz was in the driver's seat. Plymouth was phased out in 2001, and the remaining auto brands went on to share platforms and technologies in vehicles that are still seen today. The marriage came to an end in 2007, when DaimlerChrysler AG sold the majority of its stake in Chrysler to Cerberus Capital Management. That sale led to a shuffle in management and a new logo.

Economic downturn

A Jeep sits in front of the empty showroom at Premier Chrysler June 8, 2009 in Chicago, Illinois. The dealership is 1 of the 789 Chrysler dealerships nationwide that are scheduled to close tomorrow. Today the Supreme Court delayed Chrysler\ufffds sale of most of its assets to a group led by Italy\ufffds Fiat. (

Photo by Scott Olson/Getty Images

The financial crisis of 2008 cut deep into Chrysler's operations and stability. Late in that year, the company announced a 25 percent reduction in its salaried and contract workforce. Sales fell drastically for all automakers at that time, but Chrysler was particularly vulnerable after having been passed around through mergers and acquisitions over the years. In December 2008, President George W. Bush announced a rescue loan for the auto industry, which included Chrysler.

As part of a reorganization, Chrysler LLC and Fiat announced plans to form a global alliance. The agreement gave Fiat a large stake in Chrysler and led to several months of restructuring. By mid-2009, Fiat had taken a majority stake in Chrysler, and by 2014, the company we all know today had taken shape. In December of that year, Chrysler Group LLC's name was officially changed to FCA US LLC, or Fiat Chrysler Automobiles.

Stellantis

New Stellantis company logo revealed ahead of Groupe PSA-Fiat Chrysler merger

Photo courtesy of FCA US LLC

The next chapter of Chrysler is already written. The company will become part of Stellantis, a megacorporation that brings together the holdings of FCA with those of PSA Groupe. The deal closes in January 2021.

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The Nissan Ariya has wind glide over it in the testing tunnel.

Photo courtesy of Nisan Motor Company

Nissan is targeting a drag coefficient (Cd) of 0.297 for the Ariya all-electric crossover. If it can make that number, it will be the company's most aerodynamic crossover to date. What does that mean? Let's take a closer look.

What is drag?

Simply put, drag is an aerodynamic force. It's mechanical in nature, so it is the result of the interaction of a solid body and a liquid. In the case of a car, this liquid is air. (Yes, air is a liquid.) It only occurs when one part of the equation (the solid body or the liquid) is in motion. If there is no motion, there is no drag.

Drag only occurs in the opposite direction of the object's movement. Think of a car cutting through the air as it drives down a north-south road. As the car heads north, the air it passes through is pushed south. The car is in motion; there is drag.

2022 Nissan Ariya

Photo courtesy of Nisan Motor Company

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What is coefficient of drag?

The coefficient of drag, also called a drag coefficient, is a number that aerodynamics professions (aerodynamicists) use to determine the shape, inclination, and flow conditions on a vehicle's drag. The shape of an object (bullet vs. square vs prism, etc.) has a large impact on the amount of drag created by airflow surrounding a vehicle. Objects with narrower front ends tend to have a lower coefficient.

Scientists and vehicle designers want to keep air moving around the car for maximum efficiency. The inclination of the airflow to either move in a smooth, connected pattern, or to be broken up with air sitting, stalling in one particular part of the vehicle, lessening airflow and making the vehicle less aerodynamic.

A vehicle's Cd is determined by plugging various measurements into an equation. Cd is equal to drag (D) divided by the quantity of density (r) multiplied by half the velocity (V) squared multiple by the reference area (A). As an equation, it looks like this: Cd = D / (A * .5 * r * V^2).

The smaller the Cd, the more aerodynamic a vehicle is.

2022 Nissan Ariya

The Nissan Ariya employs aerodynamic wheel design, made to help it cut though the air with greater ease.

Photo courtesy of Nissan North America

What is the coefficient of drag of the Nissan Ariya?

"With the growing shift towards electric mobility, aerodynamic testing is becoming increasingly important. The aerodynamics of electric vehicles are directly linked to how efficiently the vehicle moves – less drag and better stability allows the customer to drive longer distances before having to recharge," said Sarwar Ahmed, Aerodynamics and Aeroacoustics Engineer at Nissan Technical Centre Europe.

Nissan is targeting a 0.297 coefficient of drag for the Ariya. How will it achieve that number? By utilizing precisely shaped body lines and strategically placed air ducts, among other components. There's a bonus to better aerodynamics when it comes to EVs.

"Following official homologation of the Nissan Ariya later this year, we anticipate the range to improve compared to the 310 mile figure shared in 2020 during the World Premiere. This will give drivers more efficiency and confidence to go even further on a single charge," said Marco Fioravanti, VP Product Planning, Nissan Europe.

How does the Ariya's coefficient of drag compare to other Nissans?

The newest Nissans, the Kicks, Pathfinder, and Frontier, don't have their Cd publicly available yet, but other models have their results. The targeted 0.297 Cd in the Ariya is less than that in the 2021 Armada, Murano, and Rogue. But, it's higher than the Nissan Leaf.

The fact that it's higher than the Leaf is not surprising. Shorter cars tend to be more aerodynamic because they sit lower to the ground and have a smaller profile. That also explains why Nissan's largest and boxiest SUV, the Armada, has the highest number on the list.

How does the Ariya's coefficient of drag compare to numbers from other EVs?

The Nissan Ariya's coefficient of drag is higher than that of most other electric cars, crossovers, and SUVs sold in the U.S. Here's where the others measure up:

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The Jeep Wrangler Dual-Door Group offers factory-backed half-door comfort, style, and safety.
Photo courtesy of Stellantis

Jeep Wrangler owners who want an open-air experience but don't want the complete doors-off look have a new from-the-factory option. Jeep Performance Parts and Mopar have worked together to create new half-doors for the iconic SUV.

The new Jeep Wrangler Dual-Door Group features two factory engineered, tested, and backed half-door options that offer owners the option to have production-level styling, security, and occupancy protection in addition to improved visibility.

Available for both two- and four-door Jeep Wrangler models through the Mopar Custom Shop, as part of an original new-vehicle purchase in the U.S. and Canada, the new Jeep Wrangler Dual-Door Group includes both full and half doors. Full-steel production doors are installed on the vehicle while matching body-color half doors are packaged within the vehicle.

    Jeep Wrangler Dual-Door Group

    Photo courtesy of Stellantis

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    With production-level materials and build quality, new half doors are designed to work when equipped with any of the following features: power mirrors, blind-spot detection, passive and non-passive entry handles, and power locks. A quick and easy swap from full doors to half doors can be accomplished within minutes using the existing hinge locations and the exact same wiring connections.

    The newly developed upper-window assemblies are designed to have a weather-tight sealant feature zippered plastic windows. Two materials are offered for the assemblies: base-model vinyl that matches the production soft-top roof or premium acrylic that matches the premium soft-top roof.

    Each upper-door frame section uses an easy, tool-free, dual-guide post feature for easy installation and removal.

    The Dual-Door Group is now available on two- and four-door Jeep Wrangler Sport, Rubicon; Sahara, Rubicon 392, and 4xe models. Factory-option pricing for the U.S.s tarts at $2,350 for the two-door's Dual-Door Group with base-model upper-window assembles while the four-door costs $3,995. Checking the box for the more premium version of the upper-window assemblies moves the price tag up to $2,550 for the two-door and $4,395 for the four-door.

    Warranty coverage for each Dual-Door Group option is included as part of the new-vehicle warranty of three years/36,000 miles.

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